世界互联行为必备指南

DIGITAL 2025: EVER MORE CONNECTED The world’s internet users are alsomoving more of their shoppingonline, with an increasing numberof ecommerce users spending moremoney across a wider variety ofproduct categories. Similarly, trendsin online grocery activity suggestthat we’ll be shopping online morefrequently in 2025 too. But onlinecommerce isn’t confined to consumergoods; it’s also helping us navigatethe physical world, with internet usersspending more money to book planes,trains, and automobiles. All of the signs point to 2025 beinganother “bumper year” in connectedtech, with rapid advances in AI, theevolving social media landscape,and broadening online behavioursall gearing up to reshape the digitallandscape over the coming months. But it’s also interesting to see theenduring appeal of various onlineactivities and brands. For example,email continues to gain popularity,even amongst younger audiences.And perhaps most strikingly – despitepervasive AI hype and headlines –the latest data suggests that a greaternumber of people still use Yahoo! thanuse ChatGPT. Trends suggest that AI will becomeincreasingly important for searchduring the months ahead, but it’s alsointeresting to see that the world isincreasingly turning to social media tofind inspiration, to learn about brands,and to research potential purchases. Moreover, the data in this latest updateto our Global Digital Reports seriesshows that we’re living increasingly“connected” lives. For example, we’reusing the internet for an ever widerrange of activities and tasks, and we’veseen the amount of time that peoplespend online edge back up over recentmonths too. Looking beyond our seeminglyinsatiable appetite for information, thelatest data also show that more andmore people are using connecteddevices and services to connect withthe people they care about, to stayup to date with current affairs, and toaccess entertainment. That’s just a small selection of theinsights that you’ll find in this year’sreports, but it’s probably better if I letthe data do the rest of the talking. Ihope you find our full suite of Digital2025 reports valuable, and that thedata they contain helps you take fulladvantage of the opportunities that this“bumper year” should bring. Meanwhile, the lines between TVand the internet continue to blur, withnearly all internet users now watchingstreaming content every month. We’realso seeing a greater number ofpeople access internet content via theirTV set, perhaps because ever fewer ofus access the internet via laptops anddesktops. People aren’t just watchingcontent on the big screen though, anddata shows that video now accountsfor more than three-quarters of thetraffic sent over cellular data networks. Social networks and messagingplatforms are still the most populardestinations on the internet, with morethan 97 percent of connected adultssaying that they visit at least one socialplatform every month. However, we’veseen some interesting changes in socialmedia behaviours and preferencesin this year’s data, with importantdifferences playing out acrossgeographies and demographics. Finding information remains the topmotivation for using the internet, and– despite frequent misrepresentationin the media – young people are justas likely as ever to use search engines.However, we’re also seeing searchbehaviours evolve, and a greaternumber of people are adding morevaried sources of information to theironline research activities. Simon KempChief AnalystDataReportal EXPLORE MORE OF THE GLOBAL DIGITAL REPORTS SERIES FOR ADDITIONAL CONTEXT INTO HOWDIGITAL BEHAVIOURS HAVE EVOLVED THISYEAR, CLICK HERE TO READ LAST YEAR’SDIGITAL 2024 GLOBAL OVERVIEW REPORT CLICK HERE TO READ OUR DIGITAL 2025LOCAL COUNTRY HEADLINES REPORT, WITHESSENTIAL STATS FOR DIGITAL ADOPTIONIN EVERY COUNTRY AROUND THE WORLD IMPORTANT NOTES ON COMPARING DATA The findings published in this report use thelatest data available at the time of production.This may include revised figures for historicaldata points that were not available when weproduced previous reports in the Global DigitalReports series. From time to time, we may alsochange the data sources that we use to informspecific data points, and we may also changehow we calculate certain values. Similarly, ourdata partners may change the ways in whichthey source, calculate, or report the data thatthey share with us. As a result, findings publishedin this reportmay not correlatewith findingspublished in our previous reports, especiallywhere such findings represent change over time(e.g. annual growth). Where we report figuresfor change over time, such figures will use thelatest available data, so we recommend using thevalues published in this report, ratherthan trying to recalculate such values using datafrom previous reports. When we’re aware of thepotential for historical mismatches, we includea note oncomparabilityin the footnotes ofeach relevant slide. Where we include suchadvisories, or where we report values for cha